Chinese names to make Peak king of tourism

The Great Ridge in the Hope Valley, stretching between Mam Tor and Lose Hill, taken by Colin Lee.

Published:16:19Updated:17:41Tuesday 06 January 2015

The Peak District National Park has been chosen to star in a new international marketing campaign designed to encourage Chinese people to learn more about some of Britain’s best places to visit.

It is one of 101 points or places of great interest around Britain selected by national tourism agency VisitBritain to feature in a campaign which invites Chinese people to come up with the most fitting, amusing, meaningful, and memorable Chinese names for British places and events. Over a ten-week period, VisitBritain will use a variety of online and offline advertising, social and digital media to invite people in China to join in the GREAT Chinese Names for GREAT Britain campaign.

The campaign hopes to help attract even more visitors from the rapidly-growing Chinese tourism market and encourage Chinese visitors to travel further afield around Britain.

Cllr Lesley Roberts, chair of the Peak District National Park Authority, said: “We are delighted to have been chosen to be part of the campaign. It will be fascinating to see what name is chosen and the most important thing is that we will be reaching millions of potential new visitors.”

The Peak District National Park’s new Chinese name is likely to be unveiled in March.

VisitBritain spokesman Joss Croft said: “This campaign will raise the profile of the Peak District National Park.”

VisitBritain is urging communities to get behind the campaign and suggest locations to rename via our #greatnames hashtag. In 2013, China was Britain’s 13th most important inbound tourism market for revenue. The number of Chinese nationals travelling overseas is expected to top 100million in 2015.